The mission of present-day fashion
To accept challenges, risk, and stand in the forefront are today the tasks of a manager who has to govern change keeping an eye open for his firm’s strong or weak points, opportunities and dangers. By betting on his own ideas and thanks to crowdfunding programs this figure has become a maker, an entrepreneur whose ideas take shape and become projects, whose dreams come true. A widespread collective culture is bringing about a revolution in countless fields and creating new opportunities. The internet’s wealth of contents created by users has been exploited by firms for their transactions. The web 2.0 has turned the user into an active protagonist, with the result that consumption, demand and the hierarchy of needs have changed. Through a global showcase access to possibilities and opportunities can be gained by just a click. It is no longer necessary to create one’s own works to be defined artists, or to be skilful designers to be able to develop items of clothes and be defined stylists; in an age of transition, ideas and risk are rewarding only if the game can be played with the right partners.
The growth of small economic subjects is made easier by the opportunities offered by the web, through which an end consumer can buy directly from a manufacturer although they are in different continents. The hegemonic policies and filters proposed by traditional magazines and retail buyers are bypassed and result in the plummeting of proceeds. E-commerce has proved to be the solution for those who have been able to exploit it.
“To innovate or perish” has been the guiding principle in the change of business models. The online race has become crucial, although people often lack competence. Getting on to end consumers by enhancing quality or increasing the number of products has led to a battle focused on brand loyalty, promotions and ad hoc communication. The generational turnover in family-run firms has led to innovation both on their tradition and know-how.
The verticalisation of production and the shortening of the production chain have in turn led to a strengthening of products and to better external relationships. Thanks to the globalization of markets and a global view of consumers, manufacturers of valuable textiles and craftsmen have been able to achieve high quality standards and enhance production to the detriment of fast fashion. Manufacturers, who have so far been contractors, are now on the forefront and propose their items. Firms’ specialized know-how has led to successful items, their skills lead to single-product production with no identity widening or alterations. The philosophy of well made products.
The mission of a present-day manager is to link the various elements in the chain of production, to bring into contact far-off realities by creating synergies. Items conceived in Japan are manufactured in Italy with Australian wools woven elsewhere: a global supply chain. Changes in the philosophy of management are leading to a harmonious consistent strategy.
The advent of makers’ strategy is the starting point for development and durable future achievements.